Purpose Choice deferral (making no choice at all) is a common phenomenon, especially when individuals face a difficult decision. This is further exacerbated in the presence of negative incidental emotions which can have a wide-ranging influence on various aspects of decision-making. Previous...

Purpose – Logos are a critical component of brand aesthetics. Frequently companies redesign their logos, and many redesigns result in more rounded logos. How do such redesigns affect consumers' brand attitudes? The purpose of this paper is to explore the role of brand commitment on consumer...

Firms measure the importance of an attribute’s performance in determining overall satisfaction to allocate resources to optimize profitability. However, most firms assume that an attribute’s importance in determining overall satisfaction is temporally invariant. We report results from two...

In this article, a strategic typology is introduced to improve a firms’ return on investment (ROI) based on understanding whether to devote additional resources to improve customer satisfaction and increase delight. The framework is based on the recognition that customers seek two types of...

In this article, a strategic typology is introduced to improve a firms’ return on investment (ROI) based on understanding whether to devote additional resources to improve customer satisfaction and increase delight. The framework is based on the recognition that customers seek two types of...

Purpose – This research aims to explore how consumer responses to logo redesign (from angular to rounded) are contingent on brand commitment and self‐construal. The authors aim to explore two issues. First, what is the role of brand commitment on response to logo redesign and underlying...

This article investigates how engaging in a merger moderates the joint impact of a firm’s achievement of dual goals of customer satisfaction and firm efficiency on a firm’s long-term financial performance. Many prominent firms grow through mergers. Recent examples in the services context...

Firms routinely gather data from customers using surveys when developing their strategy. A crucial element in collecting data is deciding upon the sample of customers: (1) who should be surveyed, (2) how many customers should be surveyed, (3) understanding issues about non-response, and (4)...

Firms use large majorities of their budgets on sales promotions such as coupons and sales events. Many of these sales promotions are framed as “Friends & Family” or “Preferred Customer.” Which of these frames is more effective, when, and why? We answer these questions building on...